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The Impact of Social Media on the Brand Capital of Famous People

Author

Listed:
  • Łukasz Wróblewski

    (The Research Institute on Territorial and Inter-Organizational Cooperation, Faculty of Applied Sciences, WSB University, 41-300 Dąbrowa Górnicza, Poland)

  • Mateusz Grzesiak

    (Department of Management, WSB University, 41-300 Dąbrowa Górnicza, Poland)

Abstract

The article is of a research nature. The aim of the article is to identify the role of social media in shaping personal brand. To this end, the first part discusses the concept of personal brand, as well as components of brand capital in the case of famous people, including consumer-based capital. Attention was also paid to the great importance of social media and the growing role of their users in the process of shaping personal brand. Based on the analysis of the source literature, a research gap was identified, related to the lack of empirical verification of the relationship between users’ online activity and and capital of famous people, also known as celebrities, associated with artistic and cultural activities. The article uses the results of the direct research carried out in the period 2019–2020. The second (empirical) part of the article presents research hypotheses, methodology, as well as results and conclusions from the research. Based on 26 in-depth individual interviews that were conducted with people famous in Poland (mainly engaged in artistic and cultural activities) and surveys of a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand capital of famous people. Statistically significant relationships were observed for such components of the personal brand as awareness/associations with the personal brand and for the relationship regarding the perception of the quality of activities carried out by a famous person.

Suggested Citation

  • Łukasz Wróblewski & Mateusz Grzesiak, 2020. "The Impact of Social Media on the Brand Capital of Famous People," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:16:p:6414-:d:396779
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    References listed on IDEAS

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    1. Łukasz Wróblewski & Katarzyna Bilińska-Reformat & Mateusz Grzesiak, 2018. "Sustainable Activity of Cultural Service Consumers of Social Media Users—Influence on the Brand Capital of Cultural Institutions," Sustainability, MDPI, vol. 10(11), pages 1-14, October.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Mateusz Grzesiak, 2018. "Personal Brand Creation in the Digital Age," Springer Books, Springer, number 978-3-319-69697-3, December.
    4. Killian, Ginger & McManus, Kristy, 2015. "A marketing communications approach for the digital era: Managerial guidelines for social media integration," Business Horizons, Elsevier, vol. 58(5), pages 539-549.
    5. Kopera, Sebastian & Najda-Janoszka, Marta & Wszendybył-Skulska, Ewa, 2014. "Kanał YouTube jako przykład wykorzystania mediów społecznościowych w procesie transferu wiedzy do biznesu turystycznego [YouTube channel as an example of the use of social media in the proces of kn," MPRA Paper 60808, University Library of Munich, Germany.
    6. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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